Corporate identity is the most significant element to create and strengthen a company's industrial presence among the competitors. Corporate identity helps a company to establish a name in the consumer's mind and communicate its image to the target group from the shortest way. While exposing the positive sides among the competitors, it presents the first sights about the qualifications like quality, trust and stability. If an organization is ruled by the principles rather than the managers or in other words if the principles remain unchanged although the managers are replaced and if that particular organization has qualifications and standards which separates it from the others than we can conclude that organization is a corporation. Corporations do not really need very strong managers. A manager's success in a corporation is measured by his ability to apply and adapt the existing principles. Main idea behind a corporate identity program is to explain the organization itself and its purpose explicitly in all the business done. Recent surveys indicated that average human brain is only capable of dealing with seven different units at most at the same time and also ranking them according to the priorities. Companies are bombarding the consumers with advertisements in the daily life. For instance one thousand and two hundreds of advertisements are aired per day on a channel in Germany. Products with no name and no specific producer have almost no chance in an environment like this. Although consumers say that they are not affected bu the advertisements, they still prefer the brands they heard before or seen somewhere. They prefer the brands they recognize. How do the consumers recognize the brands? They are always facing the products but they do not have enough information about the producers. Because normally consumers do not have the opportunity to look around the production facilities, walk into the offices and get to know with the managers. The identity allows us to identify a particular object and separate it from the identical. If an organization has no identity than it is invisible to the consumers.
First McDonald's restaurant was opened in 1954 by Dick and Mac McDonald in California, San Bernardino. Now McDonald's is the leading global food service retailer with more than 32,000 local restaurants serving more than 60 million people in 117 countries each day. McDonald's is operated globally from the company headquarters in Oak Brook near Chicago. Again in Oak Brook, lots of restaurant owners and employees around the world are trained in the international education center called Hamburger University every year. More than 75% of McDonald's restaurants worldwide are owned and operated by independent local men and women. All the restaurants are operated either by the company or by franchisees. Controlled by the company and operated independently, distribution centers supply the products to all restaurants. Additionally, all the restaurant employees are trained in storage, handling and arrangement of products and in the delivery of customer service.
Operating in 117 countries, McDonald's has around 1.7 million employees all around the world in more than 32.000 restaurants according to the corporate website. Two-thirds of hourly paid staff are high-school graduates aged between 16 and 20. 90% of staff work for 35 hours per week or less. McDonald's offers a complete benefits package involving health protection, payment, rewards, opportunity to invest for the future to its employees. Although the company claims to offer nice conditions for the employees, recently some of the employes filed lawsuits against the company. One of them sued the company for weight gain and won. Employees are given video tapes designed to make the employee feel comfortable about their first days and give them basic information about McDonald's. The tapes are considered unrealistic and cliché by the viewers.
People all around the...